Activation Virtual Fitting When: November Where: Los Angeles, Atlanta Mastercard will create an augmented reality spectacle at the intersections of fashion and e-Commerce1, increasing the notion that Mastercard is a good way to pay for online purchases. Millennials do 60 percent of their shopping online, but the common complaint with shopping online is the lacking visualization of the potential products they wish to buy2. To mitigate this challenge Mastercard will create an experience that allows participants to virtually try on clothes, prior to purchasing them online. A digital screen will render participants likeness, allowing them to scroll through products from a variety of different retailers (ASOS, Bonobos, J.Crew) on their very own digital self. After selecting their fashion masterpiece, they will have the opportunity to purchase the bundle by saving their card-onfile. People passing by will be enthralled by the spectacle and associate Mastercard with online shopping. The activation will give audiences a oncein-a-lifetime solution to a relatable shopping problem, increasing association of Mastercard as the go-to card-on-file for online purchases.
Paid Media Collateral Mastercard will post video footage from the activation on their social channels, with a small budget dedicated to boosting the content through paid media. Social content will capture attention through the novelty of the technology, while also reinforcing that Mastercard is the go-to card for digital and online payments. Earned Media Boost National and regional media is predicted as a result of the activation.
1. https://www.eventmarketer.com/article/five-strategies-for-elevating-events-with-augmented-reality 2. https://www.digitalcommerce360.com/2019/03/26/millennials-online-shopping
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